Group Buying Network Is Closed To Practice &Nbsp, From Advertising Price To Service Management.

In the background of group buying market entering "winter", Group buying network The competition between stations has also changed from advertising war to price war to service war and management war. In order to control costs, mainstream group buying websites no longer fight advertising and price, no longer crazy expansion, but start to close. Practise internal strength We should strengthen internal management and promote various consumer experiences. service In order to Draw in And retain more users.

　　 More than one day meets demand.

China's group buying website has emerged as an imitation of the US group buying originator Groupon, but fierce competition is forcing them to proceed according to the special circumstances of the Chinese market. innovate In many localizing changes, the most obvious thing is that the group buying website to meet the various needs of users, abandoning the mode of launching only one group purchase project on the first day, almost turned into "one day multi group": there are 30 group buying items on the first page of the handshake net's "group buying today"; there are 26 group buying projects on the front page of the US group; the full net and the 24 ticket home group purchase project are even more than 50; even the Groupon and Tencent joint venture company Gao Peng also gave up the "one day regiment" and changed to "one day many regiments". Moreover, the group buying projects of various group buying websites involve catering, leisure, beauty, clothing, ticketing, tourism and other categories.

"Chinese consumers prefer the" one day multi group "rich mode. CEO Wu Bo, a handshake net, said: "therefore, if Groupon and Tencent's joint venture company Gao Peng copied the United States'" one day regiment "mode, they could not survive in China.

In addition to "one day many regiments", many group buying websites have also launched services that combine users' locations with group buying projects. They also integrate social networking into group buying, such as handshake, American group and 24 vouchers. Users can send group buying information and experience to micro-blog, everyone, QQ space, watercress and other social networking sites.

　　 Business audit checks at all levels

The report of third party data company DCCI shows that the proportion of complaints from mainstream Chinese group buying websites is 13.15%. In the cause of the complaint, the "poor service quality" accounts for 48.1%, and the "business failure and refund" account for more than 30%.

In order to enhance the service experience of users, the group buying websites have intensified the examination and verification of businesses. Control 。 Take the handle network as an example, it has a "eight votes" auditing principle on the choice of merchants, that is, in the selection of goods (services), the process auditors vote, so long as there is a veto vote, the goods (services) can not be sold on the handle. The voting links include: business development personnel audit; background management personnel audit; material collection personnel audit; manager level personnel audit; city manager audit; headquarters qualification audit; operation personnel audit; operation person in charge audit. In addition, for special businesses, the handshake net should also carry out pre experience.

Coincidentally, the US group network has eight levels of audit checks on group buying projects, which are: Research on business in advance; business development department unannounced visits; city manager audit; quality control first examination; business interview; quality control retrial interview content and contract; after editing copywriting output, responsible for editing and auditing; quality control final final. {page_break}

　　 Focus on improving user satisfaction

Consumer satisfaction is the most important index of mainstream group buying websites. In order to retain users, "unsatisfied refunds" and "expired consumption and refunds" have become "standard" services.

In this regard, the handshake net also promises "unconditional refund within 7 days". If users are not satisfied with their consumption, they can call the customer service at any time. The handshake net will be paid to users first after verification, and the fee will be automatically refunded to the user's handshake account after 20 days expired. In addition, the handshake net also pioneered the offline group buying experience shop. Users can go to the physical store to experience before buying group.

The 24 ticket establishes the "gold medal free care system" with the core of "72 hours unconditional refund", "user complaint first payment" and "7 hours 24 hours customer service system". In addition, the large group buying websites such as the glutinous rice net, the American group network and so on have also promised the users "unpaid unconditional refund within 7 days" and "consumption dissatisfaction first payment".

Because the number of Internet users participating in group buying is huge, the establishment of a huge customer service call center has become the focus of the group buying website competition services. At present, there are as many as 500 customer service personnel in the handshake net, and the customer service seats in the US capacity of 500 people have also been opened to 300 seats. Wang Huiwen, vice president of the US group network, said that the US group invested tens of millions of yuan into the call center. "Group buying is a prepaid service, and the customer's money hits our account first, so many customers will call to consult with us and buy a complaint group. If our customer service telephone connection rate is not high, the satisfaction of the consumers will be very low, so we will first build a large-scale call center."

　　 Internal management and careful calculation

"The low margin characteristics of group buying industry require enterprises to be very strong in management, and a little more extensive will speed up blood loss." Turning to the internal management, Wang Huiwen, vice president of the US group network, said that the US group network insisted on not doing outdoor advertising, and 70% of the new users were recommended by the old account monument, which saved a lot of advertising fees. The US group network never expanded blindly, strictly controlled the pace of the local stations, and even closed down some four line city sub stations. This fine management mode ensures that the US group has a sound capital chain.

Shen Boyang, general manager of glutinous rice net, also said that the competition in group buying industry is a long distance running. It can not run too fast at the beginning stage. This requires the group buying website to be meticulous operation, and it can not simply fight the number of people, and the team must strive for perfection. In addition, the waxy network has adopted a direct battalion mode for all sub stations throughout the country. Although this mode has developed slowly at the beginning stage, it has kept good coordination and communication between headquarters and locality.

In fact, I think the so-called "thousand regiment war" is more like a bogus proposition, because in China's mainstream group buying websites, there are no more than 20 people who can be remembered by the consumer, and I think there are no more than 5 group buying websites that are able to last. They must be those group buying websites that have been carefully screened by users and honest. Shen Boyang predicted so.